Gaatha, an online brand long associated with iconic Indian
inspired designs and built on the idea of persevering disappearing art and craft of
Indian heritage is what we are cheering today via snippets of their collective pursuit.
Well thought out ethics, strong sense of styling of products
reflecting traditional charm, and above all promoting the efforts of artisans
that went in making that one of kind artefact shows how team Gaatha has beautifully
capitulated cultural preservation.
Amazed
by the rich detail on their website, I reached out to Gaatha to find more about
some exclusive facts and inside scoop. Led by imaginative
forbearers and visionaries with strong social conscience, Gaatha holds committed team of 8 people at the moment, of which
three are the founding members viz. all Alumni of National Institute of
design, Ahmedabad . One team member is a software engineer from reputed
engineering college of India. One applied artist, graphic designer and a couple
of content developers. Gaatha also keep
collaborating with volunteers, researchers and photographers who help adding
research volume into their craft documentation on project/freelance
basis.
When elements like passion, mindset and dedication to fortify local crafts coalesced in a unique and
artistic way, Gaatha was germinated. As termed out by team Gaatha:
Passion for handicrafts was seeded while
doing academic research under Prof. M.P.Ranjan and Aditi Ranjan at the National
Institute of Design (NID). We (the core team) learnt how many beautiful
traditional Indian crafts are fighting for survival today. When a craft dies,
we not only lose the time-tested techniques but we also lose generations of
faith and wisdom that went into making that object.
To uplift the pride and
prosperity of the wearing away Indian legacy of handicraft, Gaatha is
reinstating that faith and respect via their fruitful marketing prowess. As coined out by team Gaatha:
Gaatha was originally created for researching and documenting Indian craft clusters and heritage which are experiencing rapid erosion. However, we learnt from artisans themselves that need was not to do research alone but to restore ‘pride and commercial opportunity’ in their ecosystem. Today Gaatha thus aims to bring the lost respect and wealth back to these heirloom artisanal clusters.
As Indian crafts are so varied, so is our
inventory; ranging from extremely sophisticated and high end products like
Kashmir Pashmina shawls, Gold Theva jewelry to utility based items like
kitchenware but one thing that runs common to everything we keep at Gaatha
store is the quality and good aesthetics.
Chiefly motivated by Indian origins, Gaatha, since last three years, has only been doing research and documentation of various crafts across India. They started e-commerce portal a couple of months ago. Gaatha intends to cover everything from pottery to ship making and even the simple daily utility-based crafts such as rope or broom making.
Sky is the limit when you shop Gaatha, as they have hundreds
of items through their e-commerce platform from
the deepest alcoves of vibrant India. So, what are you waiting for, head
straight to their website here and bring a handmade Indian vibe to spiff up
your home by one of a kind piece from Gaatha. Like Gaatha's facebook page or follow their fancy feeds on Instagram.
Until we meet again, stay connected on Facebook page or Instagram feed of Pinkz Passion, toodles!
(Image courtesy: Gaatha)
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